Majestic Loves…
A fun and unpretentious own-label range, picked from over 500 samples, and featuring text-free labels with illustrations by Jean Jullien.
Majestic Loves…
Brand identity and design
Packaging and POS design
Layout and artwork for print and online
For the first time in its 30 year history, Majestic Wine launched an own-label range aimed squarely at the entry level market. The Majestic Loves range was picked by Majestic’s buyers from over 500 samples from across the world, without any preconceived ideas about region or variety.
The range was launched in Majestic stores across the country and online with a striking series of labels created by French artist Jean Jullien. The final labels featured no name, vintage, country or region. Instead, each illustration communicates the ‘feeling’ or ideal occasion for each type of wine.
The Majestic Loves… range was nominated for the 2018 Retail Week Awards in the ‘Best Own-Brand Range or Product’ category.
Project and images © Majestic Wine, 2020
“This year, Jean Jullien has been commissioned by Majestic, and his designs for the firm’s new budget Majestic Loves… range must surely be the most distinctive bit of work carried out for an off-licence chain by a cartoonist since Ralph Steadman was doing his wonky, splashy bit for Oddbins in the 80s and 90s. The labels are fun, striking and all the better for not including a single bit of text.”
— David Williams, The Observer, 2nd July 2017